We worked with RAF Benevolent Fund to create a digital engagement platform with stories at the heart, inviting users to post and share stories of RAF life.

Attract and engage

A new digital engagement platform

The RAF Benevolent Fund approached Addition with the ambition of creating a new digital engagement platform, the primary objective of which was to attract and engage existing and prospective supporters in a two-way conversation through storytelling.

The digital experience forms part of their long-term multi-channel initiative that seeks to commemorate the achievements of the RAF and those who have served and are serving. The campaign coincides with key anniversaries over the next few years, including the charity’s own centenary.

“We’re very pleased to have partnered with Addition for this project. They have a proven record of creating excellent user experiences and delivering results.”

Graeme Wallace, Digital
Fundraising Specialist, RAFBF

Users and stories

Upload, read and share

The initial intent was to engage both new and existing supporters and prospects during the RAF and RAFBF centenaries in 2018 and 2019, as well as the 80th anniversary of the Battle of Britain in 2020. With this in mind, the Addition team focussed their efforts on creating two prototypes and brands focussed on two particular strands of this idea; one was focussed on the rich history of both the RAF and the RAFBF and communicated via a timeline mechanic entitled “StoryLines”; the second idea focussed on bringing users stories together into a hub where they could be uploaded and shared, entitled ‘StoryHub”.

Both concepts had users and stories at the heart, and ultimately the charity decided that “StoryLines” was closest to their vision for their new platform. The Addition team then got to work fleshing out the user journeys and designing the various interfaces; for uploading, reading, and sharing the stories.

Brand consistency

Stories at the heart of the campaign

The final platform invites users to post and share stories of RAF life, either their own, or those of relatives, and will create a smoothly integrated experience with the main site to ensure brand consistency.

“We created a layered engagement process with stories at the heart of the donation journey. This digital storytelling experience for potential and existing supporters provides a platform for inspiration and commemoration”

Vicky Reeves,
Managing Director, Addition

Results

Storylines was launched in March 2018 and over 80 stories were uploaded within the first two months.